I just read a BusinessWeek article about the recent Burger King sale. Guess what? The chain's "razor-like" focus on their favorite male 18-34 demographic has proved disastrous while McDonald's attempt to woo a new market has been a stunning success. What's that new market... ?
Women.
Apparently, women make money. And in the current recession, they're doing a better job of it than young men. Ouch.
Hollywood, I hope you are paying attention. McDonald's didn't just throw out a couple of poorly-prepared options to keep the ladies happy. The company reworked the menu, the marketing and the restaurant decor to the point where I am proud to tote my coffee around, in public, in a McDonald's cup. And why not – McCafé coffee is pretty damn good. It sure would be nice to want to watch a recent movie as much as I currently want a Mickey D snack wrap and fruit smoothie.
Of course, the McDonald's market – even the new, money-making McDonald's market – just isn't sexy. Anyone coming to Hollywood in search of Entourage-style sex, drugs and more sex and drugs probably isn't too interested in appealing to such a market. Though at the moment, I bet there's LOTS more fun to be had at McDonald's franchisee conventions than at any such Burger King get-togethers. Scary thought for the future, huh?
Profitability. It's the new sexy.
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